When it comes to SEO, most people are not experts or well versed in the area. Many believe it takes a lot of time and money to make significant changes that will improve your site’s traffic and Google search presence. So here are four tips and easy changes that can be made quickly to improve the visibility of your website.
1. Optimize your best content
There will naturally be content and pages of your site that receive more traffic and rank better in Google. To find your content that is ranking and gaining traffic the best, start by using Google Analytics to find the pages performing the best. The best ways to find those high performing pages is to take note of your attribution path to conversion, so you can see where your customer conversion started.
If you’re going to use this model then pay close attention to the buyer’s journey because Google Analytics default settings will skew the data presented. With that in mind, you can use the attribution model that will help you interpret the data best. The next best way to identify your best content that creates conversions it to pay attention to your Reverse Goal Path found under conversions in the Google Analytics menu. Now that you know the content that performs best, you will want to promote it to boost traffic to those places.
2. Try to increase the rankings of page two content to push over onto page one
You’re best content that creates conversions is not always your top-ranking content. In GA find “Queries” and this will show you your top keywords that are currently being ranked on Google. As a tip, identify the pages showing up on page one of your search and take note of the keywords they are ranking for. This will allow you to draw traffic to convert by having your keywords and content to complement your top converting pages, just make sure to add a call-to-action on the high ranking page to help draw traffic to convert. Also, add internal links to the high-ranking pages and other content to help boost rankings in Google.
3. Focus on decreasing your bounce rate on your high traffic pages
Bounce rates vary by industry, for example, bounce rates for blogs tend to be higher than bounce rates for e-commerce pages. So how can you figure out what’s causing page abandonment on your site? First focus on correcting the pages with the most traffic on your site since they have the biggest impact. To do that identify the pages that are generating a lot of search traffic. Then you will be able to identify the pages that are failing to convert visitors into customers. All from your Google Analytics account. Once you’ve identified these pages, narrow it down even more to the pages that have both a high bounce rate and a high exit percent. These two indicators are good signals that your page isn’t matching the expectations of the searcher.
a. Check for the obvious problems first like,
- is your content outdated?
- is it easy to read with visuals and white space?
- Is your site optimized for mobile?
- Is the page loading slowly?
- Is the page successfully answering the topics being presented?
Also, take into consideration if your keywords have double meanings, that can be a huge factor in the bounce rate of your page, someone can be looking for something completely different and find your page. If you discover this is happening your meta tags need to be more specific about the content on your page to clear the confusion in Google’s search.
4. Finally, focus on mobile traffic and optimization
Google is now using mobile-first indexing, meaning if your site is not optimized to be mobile responsive you will rank lower in the search because of that. Smartphones account for over 51% of website views, first introductions to a new website usually start on a smartphone and carry over to a desktop. That is why conversion rates on smartphones are less than half the rate of conversion on desktops. A Google Analytics overview will give you some insight into how your site is performing on mobile devices. Then focus your attention on the pages with high mobile bounce rates.
- Use Accelerated Mobile Pages (AMP) markup
- Implement schema markup
- Choose a responsive web design
- Compress images
- Remove Flash
- Use a heatmap on the mobile version of your site to check for differences from desktop
- Check out Google’s repository of info for improving the mobile experience
- Make sure your mobile site is blazing fast
- Tag posts based on mobile searches
- Remove pop-ups from your mobile site
We often make it more difficult than it needs to be to improve our SEO leading to excessive time and energy being wasted. We tend to worry about things out of our control instead of focusing on the things we can take action on. If you focus on these easy and quick changes to fix your SEO issues, you will see a boost in your performance right away.